India is using online games to promote its show, MTV Roadies. Recently, it launched an online game called Slap Raghu on its website, in which users can slap Raghu Ram virtually. Ram is the executive producer and one of the judges for the MTV Roadies auditions. Ram is well known for his impatient behaviour with wannabe contestants.
Speaking to afaqs!, Ashish Patil, general manager and senior vice-president, creative and content, says, "Basically, the game is a part of our strategy to extend our content to other media, such as online, beyond just television. We want to create the MTV brand experience in the online space as well."
MTV claims that the game has already received more than one lakh game plays. The channel is promoting the game through its own properties and also spreading the word through its community on Orkut.com and Facebook.com. During the Roadies auditions, it displays a pop-up graphic, which informs viewers that if they feel like slapping Raghu, all they need to do is log on to the MTV website. In addition, SMSes are being sent to MTV's database of 500,000 users to inform them of the game.
MTV India plans to release new online games related to Roadies every couple of weeks.